Attribution

Delivered ROAS is decided by the auction, not by you. Breakeven MER can be derived: 1 divided by contribution margin. Here is the full loop I run against it.

Craig Graham · 10 min

Attribution has quietly become a board-level argument. A pragmatic, defensible framework for moving beyond last-click without losing the finance team's confidence, drawn from three years of rebuilding measurement at scale.

Teodor Yordanov · 4 min

Geo holdout tests are the closest thing paid media has to a controlled experiment. Here is the operational detail most guides skip: how to design a valid test, pick your markets, set your confidence threshold and read the results without fooling yourself.

Teodor Yordanov · 5 min